Where Advertising Decisions Are Really Made

Interorganisational decision making on creativity appears to have similar characteristics to those of the conventional organisational buying process. The composition of decision‐making units correlates closely with the costs and risks involved in decisions on new campaigns, extended campaigns and routine creativity. Decisions are taken at high levels, with chief executive officers active at key periods. Top management involvement is high when perceived outcomes are high in cost, high in risk, and highly visible. Product managers' authority levels appear to reflect their past performance record, the number of decision tiers, and the degree of communications openness.